For 2023, Flipkart and Amazon both kicked off their sales on October 8. Flipkart recorded around 1.4 billion customer visits, while Amazon saw about 95 million in the initial 48 hours. These sales significantly impacted their yearly revenue, with a heavy focus on popular categories like electronics, fashion, and home essentials, often marked by discounts averaging around 50% for many items. Flipkart offered particularly high discounts in apparel, while Amazon provided competitive offers in electronics and appliances. This season alone accounted for an 18–20% annual revenue contribution for these companies, largely boosted by exclusive bank offers, exchange deals, and early access for premium subscribers like Flipkart Plus and Amazon Prime members.
In 2024, the trend continued, with e-commerce festive season sales expected to generate between INR 100,000 and INR 120,000 crore (USD 12–14 billion) in gross merchandise value (GMV), representing a notable increase from 2023. This growth reflects a wider base of consumers—projected to reach over 140 million online shoppers in India. With demand surges in categories like smartphones, appliances, and home decor, Amazon and Flipkart have solidified their strategy of using this sales period to capture both new and repeat customers.
In essence, these Diwali sales are not only essential for annual revenue generation but also establish a strong brand presence and customer loyalty for the year ahead. The success of these events indicates that Amazon and Flipkart have become integral to Indian consumers' festive shopping routines, with sales campaigns that deeply influence their overall financial outcomes each year.
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